I Wish I’d Done That contributions are always personal. This one is especially interesting because it is personal, not only because Peppercorn is in awe of the idea as an adperson, but also because it touched him as a gay man. Absolut Love “did good”, genuinely and generously, for this Australian.

Since the early 1980s, Absolut has had a long-standing affinity with, and relationship to, equality – particularly when it comes to LGBTQI Aussies. On February 19, 2019, Absolut announced the launch of Absolut Love: a celebration of the historic YES vote for Australian marriage equality. 

To bring Absolut Love to life in an authentic way, the campaign saw Absolut create iconic posters – rendering the bottle absent, and instead humanising the impact of the vote by sharing the names of 282 LGBTQIA+ Aussies who now had the freedom and right to tie the knot. Absolut then took the campaign a step further from its key art. It partnered with celebrated Australian visual artist, Scott Marsh, who painted loved-up couples at sites around Sydney. Marsh’s street art gave local Aussies a chance to share and star in their own “happily ever after” moment, and encouraged passers-by to support equality through publicising these stories. These images created a great opportunity for the LGBTQIA+ community to be represented in public spaces and allowed queer people to share their pride in these special moments.

The Pernod Ricard brand team state that every decision for the brand is made with a purpose and grounded in their passion for progression. They’re dedicated to bringing people together to help make the world a more inspiring and inclusive place. Celebrating Australian marriage equality was the perfect way for the brand to again stand up, partner with the LGBTQIA+ community, and shout loud and proud about the achievement that so many Aussies have fought for over the years.

Purpose marketing and CSR have become very “buzzy” over the past couple of years. As younger consumers become more unhappy with global leadership, they search for brands to support their passions and drive change. Pushed to make a difference and use their platform for good, many brands have begun to dig deeper into their audience’s desires and behaviours to find commonalities between the brand and the consumer – but not all of them have been able to do this with authenticity, or for the long term. However, Absolut stood for equality before it was popularised by the zeitgeist. From its internal processes to external donations and sponsorship, the brand is focused on supporting equality for the long term – as evidenced by the 30+ years under their belt already. Each year, Absolut evolves its marketing plans to ensure it continues to champion the most pertinent messages of equality and inclusion for our times.

It’s campaigns like these that move beyond marketing and towards being a force for good – and it’s a key goal of mine to work with the world’s most authentic brands, those that are truly aligned to their purpose. Campaigns like these allow us to really use our skill, experience, and power to make a conscious difference in bettering the planet. 

However, I might be somewhat biased: as a member of the LGBTQIA+ community, this historic moment was the first time I genuinely considered marrying my partner. This year, 3 years later, I am engaged, because I (and every Australian) have the right to celebrate our love and commitment …and to say YES.

Note: Credits to Cummins&Partners, One Green Bean, Blue 449, AKQA and PIM Group for the campaign, and,

Happy Mardi Gras everyone.